DETROIT — Ford Motor Co. will use a familiar name to help reveal the next-generation F-150 pickup this week in an unfamiliar way.
The automaker is tapping actor and Ford trucks pitchman Denis Leary to show off the redesigned pickup during a livestream slated for Thursday night. The automaker originally planned to show the vehicle earlier this year but had to postpone the reveal until now because of the coronavirus pandemic.
Leary, who has worked with Ford since 2008, will serve as the host for the online reveal. He prerecorded some pieces of the program last week, featuring interviews with current truck customers. He said he fell in love with the 14th-generation F-150 as soon as he saw it on set and thinks buyers will be wowed by the pickup’s new technology.
“People aren’t just using the truck for work anymore,” he told Automotive News. “Trucks have evolved along with customer needs. You want all the luxury and the technology that your car has, and we’ve reached that point now.”
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